| C2C e-commerce as a new kind of rapid development of modern business models, sales and trading are also varied, with different from the traditional shopping features. Consumer's purchase behavior in C2C transaction is essentially to the selective behavior of the C2C business's rich commodity and service, has characteristic which randomness and chooses according to qualification. This article studies the Consumer's such selective purchases which carries on the C2C business shop based on empirical research and model-building approach.Firstly, this paper summed up the related research of consumer buying behavior and C2C e-commerce, describes the Traditional consumers purchase behavior theory, online consumers purchase behavior theory, Stochastic models of consumer purchase behavior and the related research of C2C e-commerce, summarized and re-defined a number of related concepts.Secondly, The real diagnosis research part, takes a typical Web site of China's C2C trade—Taobao as an object of our empirical study, according to the random sampling method, selects three kind of typical stores to carry on the data collection, and researches the customer purchase behavior.Thirdly the existing research on consumer behavior and the power-law has been very rich, but the research on customer buying behavior in the interpretation of C2C e-commerce environment is still inadequate. In this paper we constructs the probabilistic model of C2C customer purchase behavior to explain this kind of power law distributed formation mechanism. We can obtains the corresponding relations between the number of times and the number of customer obedience power law distribution through the data analysis, and clothing, digital, game cards three major categories of different sectors deal size of C2C business buying behavior of customers subject to the distribution of power-law distribution, and the concentration of power index, in between 2-3.8. Empirical results show that a large number of C2C business customer groups have the existence of the phenomenon, from which we infer the existence of a mechanism to explain the probability of customer purchase behavior patterns.Although the. model according to Simon's model of the steady-state assumptions can be the right solution, but with the reality of C2C e-commerce transaction environment, steady-state assumption of linear changes in the discussion and analysis can be drawn from non-linear hypothesis; non-linear assumptions can also get the same model, just purchased in the form of probability need to be adjusted; through the assumption of non-linear steady-state conditions to promote, get the model more in line with the actual situation.The purpose of this article is to explore the relations between the number of purchases and customers in C2C business transactions, to find the law of C2C transactions and provide reference for the development of C2C business operations throuugh an analysis of the adoption of the C2C customer buying behavior; More importantly, which can put forward a new method of consumer behavior stochastic model, provide a new perspective for the in-depth study of consumer behavior through study of this question; In this paper, characteristics of buying behavior in C2C transactions have been studied, long-tailed distribution, that is power-law distribution of customer buying behavior in C2C e-commerce environment has been found, and has been explained by building customer buying probability model. At the same time, appropriate guidance and marketing strategy are been provided for C2C businesses,which are references for activities of C2C business. Therefore, the study not only can perfect the theory of consumer behavior, but make C2C businesses and C2C trading market better at the same time. |
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